Learn how to Avoid Technical, Vague, or Outdated Brand Messaging
Your brand message is more than a tagline or a slogan. It’s how your business communicates value, builds trust, and drives action. Yet many companies lose opportunities because their messaging doesn’t connect. If it is too technical, too vague, or outdated, you can’t properly connect with your audience.
Here’s how to evaluate and elevate your marketing messaging so you don’t lose out on business.
What to do if Your Message is Too Technical
Technical language is a double-edged sword. While it may reflect expertise, it can also alienate potential customers if they struggle to understand it.
Why Complexity Fails
People don’t want to decode your services. They want to understand them quickly. Overly technical messaging fails because it assumes insider knowledge. Readers are left confused or disengaged.
How to Simplify Your Marketing Message Without Losing Credibility
- Explain industry terms clearly: Provide examples or context for technical concepts.
- Focus on outcomes, not processes: Emphasize what your solution achieves for the customer.
- Use plain language: Replace jargon with direct words. Use “improve efficiency” instead of “optimize operational workflows.”
The goal is to use clear communication that builds trust and ensures your audience grasps the value you provide. Keep in mind that simplifying your message does not mean oversimplifying. Don’t reduce your solutions to generic buzzwords or vague claims. We will explain how to avoid this next.
What to do if Your Message is Too Vague
Generic phrases like “innovative solutions” or “quality services” tell your audience very little. Vagueness makes your message forgettable and ineffective.
The Problem with Generic Marketing Messaging
Vague statements fail to answer four critical questions your audience has:
- Who you are
- What do you offer
- Why they should care
- How you are different
Without clarity, potential clients struggle to see how your company solves their problems better than any other company.
How to Make Your Message Specific
- State exactly what you do: Focus on concrete services or solutions.
- Highlight measurable results: Include numbers, outcomes, or examples that show impact.
- Lead with customer benefits: Put the audience’s mission first, not your company’s accolades.
Clear and specific messaging allows your brand to stand out, fosters trust, and increases the likelihood of engagement.
What to do if Your Message is Outdated or Irrelevant
Even a clear message fails if it doesn’t align with customer needs or market trends. Outdated messaging makes your company appear out of touch.
Signs Your Message Needs Refreshing
- Declining engagement metrics: lower website traffic, fewer inquiries, or poor conversion rates.
- Customer confusion: frequent questions or clarifications indicate unclear messaging.
- Competitor growth: your competition is winning more deals.
How to Keep Your Message Current
- Regularly review audience insights: Check if your customers’ priorities or challenges have shifted.
- Update messaging with market trends: Incorporate language and solutions relevant to current needs.
- Test messaging consistently: A/B tests, surveys, and feedback loops ensure your brand message remains resonant.
The aim is to adapt your messaging when needed, while keeping core values intact. This ensures relevance, builds credibility, and keeps your audience engaged.
Other Marketing Messaging Pitfalls to Avoid
Beyond being too technical, vague, or outdated, several additional pitfalls weaken your brand message:
- Inconsistent messaging across channels: You confuse your audience and dilute trust when your tone, visuals, or key points vary.
- Lack of emotional connection or storytelling: Customers won’t connect if your content feels flat and unengaging without relatable narratives or customer experiences.
- Missing credibility signals: Omitting testimonials, case studies, or measurable results reduces trustworthiness.
Summary
A brand message that is clear, specific, and relevant creates a competitive advantage. Businesses that invest in refining their messaging improve customer engagement, enhance trust, and increase conversion rates.
At Ocean 5 Strategies, we specialize in helping companies:
- Clarify complex or technical services so their clients and potential clients understand what they do for them.
- Transform vague statements into precise, impactful messaging.
- Update and align messaging with evolving audience needs.
A strong brand message is a strategic asset. It positions your business for growth, builds authority, and helps you connect with the right people.
If your brand messaging isn’t resonating, you’re likely missing opportunities. Ocean 5 Strategies can help you refine your messaging and ensure your audience understands your value through one of our Messaging Strategy Workshops. A clear, concise, and relevant message transforms how customers perceive your business and helps you win more opportunities.
